Narrative Advertising in Destination Branding

Abstract

Due to its potential economic return, tourism-related initiatives, including governments, are increasingly focusing on the tourism destination market. It is critical to use efficient marketing methods to enhance travel motivation—especially under the global crises like a pandemic—by encouraging positive consumer impressions of tourism destinations. The main purpose of tourism marketing is to develop a destination image that can enable a sustainable demand for visits through interaction with consumer expectations. One of the most effective marketing methods is to compile stories, which have become a traditional method throughout human history. Narratives use stories to convey various options on behalf of the destination experience in order to build an optimum perception of persuasion. Any destination can have a unique historical culture and original characteristics to be the source materials for effective narrative advertising. These stories should trigger their intention to visit by attracting the attention of potential tourists, and even convince them to visit these destinations.